European Social Marketing Conference 2026

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

At the end of this session, the learner will be able to:

1. Critically evaluate how AI-driven marketing systems (e.g. algorithms, personalisation, influencer content) shape student consumption patterns and contribute to overconsumption.

2. Distinguish between individual-level and structural explanations of overconsumption, applying a critical social marketing perspective to sustainability challenges.

3. Identify and propose upstream social marketing interventions that can promote more sustainable consumption in algorithmically mediated environments.